On this week’s Dear Katie, I was asked: How do I digitally market my firm if most of our clients aren’t active on social media?
Social media is used by 72% of people in the United States, and even my 91-year-old grandma is on Facebook. I would say that most people are on one or more platforms, but you may be an edge case where your ideal clients aren’t active on socials.
You can still get on these clients’ radars even if they’re not on socials, using a few tactics that I’ll explain below.
Mix one or multiple recommendations into your marketing flow to tap into clients who are not on social media.
You’ll need to do a bit of brainstorming for this idea, but trust me when I tell you that it’s worth the effort. Ask yourself:
Once you have these answers, it’s time to forge these deep partnerships where your audience will begin hearing your “voice.” You can become a guest on webinars or podcasts, co-create content and pursue joint email opportunities, too.
If your clients are already tuned into these channels, you’ll have a sure-fire way to get in front of them, even if social media isn’t their “thing.”
People love free information. If you’re in the B2B space, 91% of professionals prefer webinars to other forms of content. You can hold webinars where you address:
Feel like you won’t have anyone join your webinar or live event?
No worries! Give this strategy a try!
Invite your existing clients to the webinar via email or even give them a quick call. People forget how powerful hearing someone’s voice is these days, and you’ll be shocked how receptive your clients are to your calls.
Then ask your clients to invite someone they know who may be interested in the webinar. “Birds of a feather, flock together,” and you’ll have a lot of hyper-interested attendees.
I recommend that you take your webinar a step further by recording it and repurposing the content. You can turn clips into social media posts, ideas into blog posts and discussions into great emails that people want to read.
Since your audience isn’t a fan of social media, you have to transition to other marketing strategies, such as AEO and SEO.
Your clients are likely using search engines to find answers to their questions and solutions to their problems.
With the right content strategy, you can deliver the answers and questions they need. Focusing on SEO, AEO, and blogging will help your site show up in the search results for the search queries your clients are looking for.
Not sure what AEO is? I highly recommend checking out my full article here. Essentially, the goal is to optimize your content and site for AI overviews to boost your exposure and traffic.
Blogging is by no means dead either. Many of my clients are ranking for hyper-relevant keywords, like accounting for IT, outsourced virtual controller, and CFO near me in multiple cities.
Local SEO is a great way to reach local clients who are searching for your services. Your Google My Business page will play an important role in local SEO and helping clients find you online.
Make sure you’re optimizing your page and your site for local keywords and content.
Don’t overlook the importance of reviews either. They are one of the easiest ways to show up higher on Google. Not sure how to ask for client reviews? Check out my guide here.
Fun Fact: Local SEO is how I found my CPA. I simply searched for a CPA in Kansas City, and his firm popped up!
Your clients may not be active on social media, but they’re likely searching for things on Google and other search engines. You can reach them here by investing in search ads.
These ads are intent-based, so if someone searches for “construction accountant,” for example, your ad will show up first. This targeted approach can yield a higher ROI than generalized ads on social.
The key to success with any digital marketing strategy is understanding where your clients are spending their time and meeting them there. If they’re not on social, then you can likely reach them on search or through webinars and partnerships.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
You can form strategic partnerships, host webinars, focus on SEO and blogging, optimize for local SEO, and invest in search ads to reach clients who aren’t active on social media.
Strategic partnerships involve collaborating with organizations or influencers that your ideal clients already engage with, allowing you to reach them through webinars, podcasts, or co-created content.
Webinars provide valuable information and are preferred by many professionals. They can help you engage existing clients and attract new ones through referrals.
Optimize your Google My Business page with local keywords, encourage client reviews, and create content that targets local search queries to enhance your visibility.
AEO stands for AI-optimized content, which helps your site rank higher in search results by catering to AI algorithms. It’s crucial for increasing your online visibility.
Search ads target users based on their search queries, making them highly relevant. Investing in them can yield a higher ROI compared to broader social media ads.